US Data Corporation Direct Marketing Blog

How To Choose A Marketing List That Works7:00 am


By Linda Abbott

How to Choose a Marketing List that WorksWhen I think of choosing a marketing list for my business, I’m reminded of my baker friend, Emma, who once brought a platter of buttery, egg-based brownies to a party of strict vegans – all of whom politely declined. Was there anything wrong with Emma’s product? Not at all. I personally shoveled 4 of them into my mouth like I was suffering from a brownie deficiency. But even if you have a great offer and package it beautifully, it means nothing if you’re trying to deliver it to people who have no use for it. Here are some key reminders on how to choose a marketing list that won’t leave you with egg on your face:

Start with a Good Marketing List Broker

Speak to the person you’ll be working with so you can gauge their personality and expertise.  They should be accessible. Do they respond to your emails and calls quickly? Do you feel they’re invested in building a relationship with you?

A good broker can also make recommendations that you hadn’t thought of before. For instance, let’s say I needed a list of brides in a certain demographic. The list broker should also ask for more details like wedding date, lifestyle behaviors, income, magazines they subscribe to, etc. A good list broker will use these questions to help you strategically target a marketing list that will perform well for your particular needs.

Know What Makes a Good Marketing List

1. The data quality: Remember to ask how the data is compiled and how often it is updated, as well as deliverability rates.
2. The list focuses on the marketing areas that you need it to focus on.
3. The list has the quantity of names and geographical coverage that you need.
4. The list is formatted to comply with the latest postal regulations, and comes in a form you can use – check with your mailing house or production team to see what format they prefer.

Look At Pricing

Beware of extremely cheap data; it is usually indicative of poor quality. Asking the questions above will help you evaluate list companies based on their affordability and quality, so that you can make an informed decision and don’t get taken advantage of. Many list brokers will offer discounts on large quantities, so don’t write them off before you’ve had a chance to evaluate all of their pricing options. It’s often a good idea to mail or email prospects multiple times, so ask your broker if they offer multiple mailings and give them your budget up front so they can let you know if they can accommodate you. Whether you’re a small or large business, your list broker should be able to work with your specific marketing list needs and find a workable solution for you.

If you have more questions about marketing lists, or would like to speak to one of US Data Corporation’s list experts, please call us at (888) 578-3282.

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